Dr. Kobby Mensah, a Political Marketing expert, of the Department of Marketing and Entrepreneurship at the University of Ghana Business School (UGBS) spoke on Political Marketing at a workshop themed “Effective Election Reporting” held from the 7th to 9th September, 2016 at the Villa Cisneros Resort in Sogakope. The three-day workshop, hosted by the Ghana Institute of Journalism (GIJ) in collaboration with the American Embassy in Ghana, had a host of facilitators speaking on various topics regarding the theme.
Dr. Mensah’s presentation was on “The Impact of Political Marketing and Advertising on Election Coverage” with the objective of helping participants understand the emergence of political marketing and the new age of political campaigning, and campaign reporting. He urged participants to appreciate how political marketing and advertising have contributed to the democratization process as well as understanding other perspectives of electoral coverage.
Dr. Mensah noted that political marketing fosters active electorates with elevated knowledge of the political system, leading to a freer, open and diverse political system.